Thalhimer creative brief
Background:
Thalhimer is the region's leading commercial real estate firm with numerous locations in Virginia and South Carolina. Partnering with Cushman & Wakefield, a leading global real estate service firm has created a strong alliance. This alliance is more than a real estate firm to their clients, but rather a partnership for success. Thalhimer also partners with CoStar and LoopNet, commercial property companies, that allows the company's brokers access to local and national market data.
the Challenge:
Brand Confusion: Thalhimer's alliance and multiple partnerships make it difficult for potential clients to understand exactly what the company does.
Poor Reputation: Thalhimer has been in numerous controversial lawsuits and has multiple negative reports on social media leasing platforms stating they are bad property managers.
No Clear Marketing Plan: Thalhimer relies upon heavy banner and billboard advertising near the buildings they work with. Hard to tell the clear direction of marketing tactics and strategy.
the GOAL:
Positively increase presence in more states other than Virginia and South Carolina.
the OBJECTIVE:
Create digital and physical marketing channels in states where Thalhimer is looking to expand its services. Doing so by acknowledging the reputation Thalhimer already has and using it to their advantage to produce integrated marketing campaigns, PR success stories, and community outreach events.
TARGET AUDIENCE:
Traditional office users and mid-upper level firms (i.e. law firms, financial firms, technology companies, etc.) that plan to stay in an area for an extended period of time in effort to leave a positive impact on the community and change the landscape of the current market to which they pertain to.
SWOT ANALYSIS:
Strengths: Unique company culture, strong existing partnerships with Cushman & Wakefield proving reliability, powerful relationships with commercial real estate investors and alliances, and secure company broker access to local and national market data through their partnerships with CoStar and LoopNet.
​
Weaknesses: Clear company message, brand confusion, lack of marketing plan, clarity of website isn't keen for individuals who are not familiar with the commercial real estate world.
​
Opportunities: Strong brand alliances establishing positive brand awareness, partnerships with large companies increase name recognition, and spreading Thalhimers reach beyond South Carolina to further states.
​
Threats: Lawsuit continuation and poor reputation.
Creative Concepts:
Southern Hospitality Concept
To continue pushing Thalhimer into more southern regions, we created a warm, breezy, and home-like feeling to attract individuals who are considering moving down South. Thalhimer is the perfect match for these individuals as they know exactly what comfort and hospitality are all about.
Less is More Concept
For this execution, we used Thalhimers bad reputation to show how they are able to work incognito without bothering their tenants daily. Using words such as smooth, convenient, and sneaky help prevail this message. Thalhimer is the new best friend "sly bad guy," who gets all things done while you're busy in a days work.
Meet the Team:
Strategy: Megan Watt, Courtney Foster, Jeremey Satterwhite
Creative: Madison Brooks, Kim Castro, Harmony Lowery